October 18, 1950 – August 21, 2018

Academic SEM: Campaign Planning Workshop 2015

The design of the Academic SEM Campaign Planning Workshop recognizes that the nature, scope, and methods of recruiting have changed dramatically over the past few years. The workshop recalibrates the fundamental components, restructures an alignment around five integrated workflows the intent, of which, is to develop a strong competitive position in the enrollment marketplace. The campaign, once developed and launched, is capable of forging near, mid, and long term strategies for enrollment and fiscal health.

Session Summaries

Session I: Anatomy of a SEM Campaign
Reviews the various SEM Campaign structures and processes that collaborate to bring about an effective yield in enrollment. Introduces strategic variables and options and their relation to infrastructure and organizational units, roles and responsibilities.

Session II: SEM Campaign Strategies
Establishes a strategy baseline and a taxonomy of reference Campaign types. Explores the various building blocks and enhancement strategies such as optimizing social media, developing a narrative, integrating digital platforms and messages, optimizing communications channels, and tracking influence and yield.

Session III: Integrating the 5 Workflows of Academic SEM
Reviews the basics of integrating curriculum and enrollment strategies by focusing upon synchronizing the five fundamental workflows of Academic Strategic Enrollment Management.

Session IV: SEM Campaign Structures and Components
Examines basic campaign structures and the various components that give a campaign design coherence and provides the means to achieve enrollment performance goals. These elements are then used to frame a basic Campaign Plan.

Session V: The Ultimate Goal–Strategic Position
Establishes the longitudinal goal of building a strong competitive position by planning multiple year campaign arcs that create recurring yield. Enrollment health is built via sustained campaigns. Campaign design will be presented as a means of optimizing short range (bump), mid-range, and long range enrollment and fiscal health.

Session VI: Program of Study Strategies
Programs of Study (POS) are the lifeblood of academic life and embedding them in marketing and recruitment are central to effective campaigns. The fundamentals of revitalizing programs of study to enhance marketability and methods of embedding marketable value into a program of study are explored. Strategies for leveraging POS revitalization and enhancing market segment alignment are reviewed.

Session VIII: The Campaign Plan
The basic campaign plan frame (Session IV) evolves to become a draft that establishes a central point of intersection and integration for the other four Academic SEM workflows.

The Institute Agenda

July 13, 2015

10:00 am – Check-in & Registration

1:00 pm – Session I: Anatomy of a SEM Campaign

3:00 pm – Break, Check In & Networking

3:20 pm – Session II: SEM Campaign Strategies

5:00 pm – Sessions Conclude

July 14, 2015

8:00 am – Continental Breakfast (Provided)

8:30 am – Session III: Integrating the 5 Workflows of Academic SEM

10:00 am – Break, Check In & Networking

10:20 am – Session IV: SEM Campaign Structures and Componets

12:00 pm Lunch (Provided) Break, Check In & Networking

1:00 pm – Session V: The Ultimate Goal–Strategic Position

3:00 pm – Break, Check In & Networking

3:20 pm – Session VI: Program of Study Strategies

5:00 pm – Sessions Conclude

July 15, 2015

8:00 am Continental Breakfast (Provided) & Networking

8:30 am – Session VII: Campaign Management Strategies

10:00 am – Break, Check In & Networking

10:20 am – Session VIII: The Campaign Plan

12:00 pm – Adjourn

Logistics

Enrollment is limited to 40 participants.

Accommodations are NOT included in Institute Registration and are the responsibility of the attendee. A separate link directly to the hotel is provided for convenience.

Institute seating is rounds of 6 providing ample space for each participant.

Wi-Fi will support access to online resources.

We recommend at least two individuals from an institution attend.

Monday afternoon start time permits Saturday air travel and Wednesday departure and is served by five airports (LAX, SNA, BUR, ONT, LGB ).

Claremont location is central to Los Angeles area sites and attractions.

Participants are on their own for dinner Monday and Tuesday. Options include hotel dining or the numerous restaurants in the village of Claremont.

Hotel Shuttle is available for the short ride to the village or take your time and enjoy the walk through the streets of the City of Trees.

Institute Philosophy & Pedagogy

The current paradigm shift requires unprecedented synergy and collaboration between academic and enrollment management. A philosophy that is both learner and learning centered must be focused through a lens that is intensely curriculum-centered. The Institute curriculum delivers practical strategic solutions for short, medium and long range impact. Institute pedagogy uses a blended seminar style guided by a digital interactive syllabus with readings, self-study and participant dialog. Participants’ home institution will be the subject of their case study. Participants will continue to have the opportunity for interaction with institute colleagues long after attending the program as they contribute to the emerging Academic SEM community of practice.

About the Faculty

Michael Dolence is President of Michael G. Dolence and Associates, a global research consulting firm specializing in innovation in education, academic planning, curriculum development and enrollment management. He authored the first Primer on Strategic Enrollment Management and is the originator of the concept of Academic Strategic Enrollment Management. His career includes extensive research and analysis of financial aid efficacy, utilization, and policy impacts for both federal and state aid. He has conducted more than 140 post mortem analysis of colleges and universities that have failed and either closed or were merged with another institution. MGDA has developed a comprehensive curriculum planning and prototyping software system used to design academic prototypes for new universities worldwide. The system also supports program of study design and development as well as academic optimization scenario analysis.